Five things Nestlé is doing that independent cafés can do too

Five practical lessons you can steal from the biggest company in coffee

Nestlé has finalised the sale of Blue Bottle. They’ve let go of the cafés and kept the capsule rights.

Blue Bottle is the kind of brand most people in coffee respect. Strong identity. Clear point of view. The sort of business people try to build. The kind of business I once dreamed of building.

So if Nestlé is willing to let that go, it’s worth asking what they’re putting their energy into instead.

How big Nestlé actually is in coffee

They reported about $28 billion in powdered and liquid beverages in 2024. Most of that is coffee. Nespresso alone did roughly $7.3 billion.

For perspective, Starbucks did about $36 billion in total revenue last year.

How the Nestlé coffee business is structured

The volume comes from Nescafé. Which is not surprising because it’s everywhere.

Nespresso is machines, capsules, repeat buying. And like Apple, once you’re in that ecosystem you don’t leave.

Then there’s the Starbucks retail deal. Nestlé paid $7.15 billion for the rights to sell Starbucks coffee outside Starbucks cafés. So now you can find Starbucks in supermarkets.

Why they sold Blue Bottle

They sold Blue Bottle Coffee but kept the capsule rights.

Nestlé runs Nespresso stores. So why not Blue Bottle cafés? Because those stores aren’t doing the same job.

Nespresso stores support something that already exists. They bring people into the system and keep them there.

Blue Bottle is the system. Each café has to work on its own. Location, staff, daily execution. Every day.

That’s a very different job.

So they let it go.

How people are drinking coffee now

Specialty coffee consumption is increasing, while traditional coffee has stayed flat. At the same time, non-espresso drinks like cold brew and blended coffee have grown by around 42% since 2020.

People aren’t replacing one type of coffee with another. They’re adding to what they drink. They move between formats. Between styles. Between occasions.

That’s the change Nestlé is responding to. And this is how they’re responding.1

Move 1: who to speak to

Nespresso didn’t drop George Clooney. They added Dua Lipa.

Clooney still represents what the brand has been for years. Familiar. Consistent. Recognisable.

Dua Lipa brings in a different audience. She reaches people who wouldn’t have connected with the brand before.

They haven’t cut one off to make room for the other. They’ve kept a link to the past while changing how the brand shows up now.

Most cafés find one audience and stay there. Same tone. Same visuals. Same idea of who belongs.

You should absolutely know who your core audience is. And speak to them clearly. And often. That’s a good thing.

But leave the door open. Make it easier for someone new to see themselves in what you do. Don’t let the brand turn into something only a small group feels comfortable walking into.

Move 2: what the product can do

Older Nespresso machines didn’t give you much more than a short coffee. Newer machines allow you to make more choices. Larger cups, milk drinks, cold options.

So when someone’s preference changes, they don’t need to leave Nespresso.

Café menus are usually built to help someone order quickly. And that’s as it should be. The issue comes after that first decision.

Most people find something they like and stick to it. Not because they’re not curious, but because trying something new feels like effort.

You have to think about it. Ask questions. Take a small risk.

So they default to what they already know.

You don’t need to rewrite your menu. You just need to make the next step easier. If someone orders a latte, give them a clear, low-effort way to try something slightly different next time. A cold version. A different milk. A small variation.

Nothing that forces them to rethink the whole order. If it feels easy, they’ll try it. If it feels like a decision, they won’t.

Move 3: cold coffee isn’t an afterthought anymore

Cold drinks are still treated like an extra in most cafés. A small section. A bit of an afterthought.

That’s not how people are drinking anymore.

Nestlé has built cold coffee into everyday use. It’s part of how the machines work. It’s part of how drinks are designed. It’s just there.

If you run a café, give cold drinks proper space. Keep them consistent. Make them easy to understand.

You don’t need more of them. You just need them to feel like they belong.

Move 4: when someone walks in

Nespresso stores used to be about getting in and out. Now they give you a reason to stay a while longer.

You can taste something. Ask a question. Spend a bit of time before deciding.

A busy café can’t afford five-minute conversations at the till during morning rush. The amount of money you make is directly proportional to how many cups you sell.

But if that’s all that happens, you leave a lot on the table.

You don’t need to redesign the shop or slow everything down. You need to pick your moments.

While someone is waiting, give them something to engage with. A small sample. A quick recommendation. Let them smell the beans.

Those small interactions do two things. People stay a little longer, and they try things they wouldn’t have ordered on their own.

Move 5: after someone leaves

Nespresso doesn’t lose the customer after the machine is bought. Machines get registered. Capsules are ordered directly.

They can see exactly what coffee people are buying. And they stay in touch. Suggest things. Send reminders. Introduce new products.

Through direct communication. Through their app.

You don’t need an app.

You already know who your regulars are. You know what they order. Acknowledge it. Remember it. Respond to it. Suggest something new.

Where this leaves you

Nestlé hasn’t changed what it is. They’ve just adjusted to how people behave.

You can do exactly the same.